THE MARKET The Gatorade Company has also Born on the playing field in the developed formal relationships with late 1960s as part of a mission by many of the most prestigious sports scientists to help athletes pre- health professional organizations, vent dehydration and perform affiliations, and events in the world at their best, Gatorade created of sports. the sports drink category. Today, more than 35 years later, HISTORY Gatorade Thirst Quencher has The Gatorade name hails from the become an American sports University of Florida football team, icon and a $2 billion-plus busi- the Gators. Researchers at the uni- ness. Gatorade is the unequiv- versity were looking for a way to ocal category leader with an 85 help prevent the dehydration and percent share of the market cramping the team experienced and availability in 47 countries because of their physical exertion around the world. Extensive in the heat. After analyzing play- ongoing research continues to better but also perform better when ers’ sweat to see what they were los- prove that nothing rehydrates, replen- training or competing. Located in Barrington, ing, the scientists created a drink to help improve ishes, and refuels athletes better than Gatorade. Illinois, GSSI also works with scientists from major hydration, replace lost electrolytes, and provide With a place on the sidelines, in the locker universities around the world to further research and much-needed energy to muscles. rooms, and on almost every field of play, Gatorade expand knowledge in exercise science and sports In 1967, with the help of Gatorade, the Gators has become an essential part of the equipment of nutrition. In collaboration with these had become known as the “second-half team” by sports; many of the best athletes in the world at scientists, GSSI researchers pro- outplaying opponents during the second half of every level of competition drink Gatorade. duce educational materials for the their games. Their ability to dominate in the third continuing education of members and fourth quarters led the Gators to win the ACHIEVEMENTS of the sports science community. As Orange Bowl that year. When asked to com- The success of the brand is a direct result of its func- the leading facility of its kind, GSSI has ment on the game, the coach for the tionality and commitment to being the optimal tested hundreds of athletes from around defeated Georgia Tech team, Ray Graves, hydrator for athletes. In fact, more than thirty-five the world to show how nutrition and was quoted in Sports Illustrated as say- years of research now support the quality of the hydration affect athletic performance. ing, “We didn’t have Gatorade. That product. Established in 1988, the Gatorade Sports As the unparalleled leader in hydration, made the difference.” Science Institute (GSSI) has conducted and pub- Gatorade has long been the preferred sports In 1967, Stokely-Van Camp lished research in leading scientific journals as well drink of most professional sports leagues and is acquired the rights to produce as educated sports health professionals and athletes a fixture on the sidelines of the National Football and sell Gatorade. By the on sports nutrition and exercise science. The infor- League (NFL), National Basketball Association 1970s, Gatorade had become mation provided to athletes helps them understand (NBA), Major League Baseball (MLB), and U.S. a staple on the sidelines in how they can fuel themselves so they not only feel Soccer Federation, among others. football, baseball, basketball, tennis, golf, track and field, and marathons, as well as stock-car racing. The Quaker Oats Company acquired Stokely- Van Camp, including the Gatorade Thirst Quencher brand, in 1983. Four years later, the famous Gatorade “dunk” was born. The “dunk” became legendary when players Jim Burt and Harry Carson dumped Gatorade on Head Coach Bill Parcells during the Giants’ 1987 Super Bowl– winning season. Over the next decade, Gatorade expanded its brand presence across the globe by introducing the product in Australia, Mexico, Singapore, Brazil, China, Indonesia, Colombia, the Philippines, the Middle East, and South Africa. In 2001, PepsiCo, Inc. acquired The Quaker Oats Company, including the Gatorade brand, creating a company sharply focused on conven- ient food and beverages. With pro-forma revenues

48 of about $25 billion, PepsiCo ranks as the world’s fifth-largest food and beverage company.

THE PRODUCT Gatorade Thirst Quencher is formulated to help rapidly replace the energy used, and the fluids and electrolytes lost, during physical activity. The reason that Gatorade was created — to help athletes prevent dehydration and perform at their best — continues to be the brand’s driving force. Gatorade is the most thoroughly researched sports beverage in the world, and ongoing research ensures that Gatorade continues to rehydrate, replen- ish, and refuel an athlete’s body. With its extensive study of hot and sweaty athletes, The Gatorade Company continues to innovate in the sports drink category with new products, packages, and flavors that help meet ath- letes’ needs. In addition to the original Gatorade mainline flavors of Lemon-lime, Orange, and Fruit Punch, the brand has introduced specialized sub- lines — all with the same scientifically based for- mula as the original flavors — to appeal to a variety of taste preferences. In 1997, the brand launched Gatorade Frost, a lighter, crisper-tasting clear, crisp, clean-tasting Gatorade in three fla- green, blue, and orange — colors associated with Gatorade, and in 1999 launched Gatorade Fierce, vors: Orange, Lime, and Strawberry. A new popular Gatorade flavors. a more intensely flavored Gatorade. In 2001, the Gatorade subline was also developed for Latino As the brand celebrated its 35th anniversary in brand unveiled the Gatorade E.D.G.E. bottle (the consumers, called Gatorade 2002, Gatorade introduced a new ad called Ergonomically Designed Gatorade Experience) to Xtremo, in flavors of Tropi- “Origins,” chronicling the true story of the inven- provide a unique sport-bottle packaging that makes cal, Citrico, and Mango. tion of Gatorade. The commercial included appear- the product easier to drink when active. Gatorade All-Stars – a six- ances by inventors Dr. Robert Cade and Dr. Dana The Gatorade product portfolio also includes pack of Gatorade in smaller Shires, and Chip Hinton, a former Gator linebacker the Gatorade Performance Series (GPS) devel- 12-ounce bottles that provide and original Gatorade “guinea pig.” The television oped specifically for college and professional ath- just the right size for tweens spot tells the amazing story of how a research proj- letes. In addition to Gatorade Thirst Quencher, the (ages 8–12) during casual play ect on the fields of the University of Florida has GPS includes Gatorade Energy Bar, Gatorade — was also introduced in 2002. evolved into one of the most trusted and highly Energy Drink, and Gatorade Nutrition Shake to The Gatorade Company has recognized brand names of all time. As the help meet the nutritional needs of athletes. leveraged its expertise in under- commercial poignantly notes with its final standing the hydration needs tagline, the legend continues. of active people to introduce the first-ever fitness water. BRAND VALUES Introduced nationally in 2002, The Gatorade Company’s strength Propel Fitness Water is a lightly lies in its ongoing commitment to flavored, low-calorie water with help athletes perform at their vitamins, created for active people best. For more than 30 years, who typically drink plain water. Gatorade products have dom- Research shows that active people inated the sports beverage only replace about half the fluid they industry and today are consid- need to stay hydrated when they drink ered to be a basic part of sports equip- plain water during exercise. The light fla- ment by many health practitioners, coaches, athletic vor in Propel helps people drink more so trainers, and athletes. they can stay better hydrated and make For Gatorade, “Is It In You?” is not just an the most of their workouts. advertising tag line. The question resonates at the heart of the ongoing growth and success of the PROMOTION Gatorade brand. Over the years, Gatorade has created several unforgettable advertising cam- paigns. With celebrated sports icons such THINGS YOU DIDN’T KNOW ABOUT as Michael Jordan, Derek Jeter, Vince GATORADE Carter, and Mia Hamm, Gatorade contin- ues to produce iconic campaigns that take ❍ Lemon-lime was the first Gatorade flavor, and their place among American pop culture. is still the most popular, followed by Orange In the 1980s, Gatorade appealed to and Fruit Punch. RECENT DEVELOPMENTS Americans with its famous jingle, “Gatorade is ❍ In 2001, NFL teams drank more than 10,000 In 2002, The Gatorade Company continued its thirst aid, for that deep-down body thirst.” In the gallons of Gatorade. long-standing tradition of bringing innovative 1990s, Gatorade initiated its partnership with products to the sports drink category with the Michael Jordan and produced the memorable “Be ❍ In a recent survey, 2.1 percent of those introduction of several new offerings to meet the Like Mike” commercials. Later in the 1990s, polled believed Gatorade contains “alliga- unique needs of its consumers. The Gatorade Gatorade introduced the popular “Is It In You? ” tor juice” as its secret ingredient. Company launched the Gatorade Ice subline as a series featuring athletes producing colored sweat in

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